Optimising B2B Lead Gen Landing Pages to Maximise Lead-to-Sale Conversion

Presented at SMX London in September 2025

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Clicks don’t close deals—conversions do. As a PPC professional, your campaigns are only as successful as the landing pages they drive traffic to. This session is your guide to optimising B2B landing pages that turn high-intent clicks into qualified leads and sales. This talk will explore how to utilise your first party data to fine tune your landing page experience, including keyword and content alignment, reducing form friction and leveraging behavioural insights to cater to every stage of the sales funnel.

Transcript

1. Optimising B2B Landing Pages to Maximise Lead-to-Sale Conversion.
2. Sophie Logan
3. Sophie Logan B2B lead gen specialist.
4. Sophie Logan B2B lead gen specialist. Platinum Google Ads Product Expert.
5. Sophie Logan B2B lead gen specialist. Platinum Google Ads Product Expert. Pug mum.
6. Sophie Logan B2B lead gen specialist. Platinum Google Ads Product Expert. Pug mum. @marketingsoph
7. Sales focused B2B landing pages.
8. Content Introduction: Why your landing pages are a crucial part of your B2B PPC campaigns
9. Content What the data tells us, and what we can do about it: Pre-Click Behaviour
10. Content What the data tells us, and what we can do about it: Pre-Click Behaviour Post-Click Behaviour
11. Content What the data tells us, and what we can do about it: Pre-Click Behaviour Post-Click Behaviour Analyse Lost Leads
12. Why you can’t afford to ignore your landing pages.
13. For any PPC advertiser...
14. You could be promoting the best product/service in the industry.
15. Be running an impeccable campaign.
16. And have the perfect potential customer click on your ad.
17. But if your landing page offers them an inadequate experience then they aren’t going convert.
18. But why is this process even harder for B2B Lead Gen Advertisers...
20. We can’t just drive traffic to the site or collect form submissions.
21. Because unless that lead becomes a sale, our campaign hasn’t generated monetary value for the business.
22. A form submission does not guarantee a sale.
23. But a form submissions from the right person, who has been given the right information = a higher chance of a sales taking place.
24. We need to make sure the landing page...
25. Educates.
26. Educates. Builds confidence.
27. Educates. Builds confidence. Persuades.
28. Educates. Builds confidence. Persuades. Drives action.
29. = Self-qualified and sales ready leads
31. This isn’t rocket science.
32. But still B2B Lead Gen advertisers aren’t working on their landing pages.
38. Zero Click searches from Chatbots, AI overviews, and SERPs... Landing pages are more important than ever.
40. Make it happen.
41. So how do we do it?
42. A quick terminology check.
43. MQL - They’ve shown an interest
44. MQL - They’ve shown an interest SRL - Sales have qualified them as having potential to convert
45. MQL - They’ve shown an interest SRL - Sales have qualified them as having potential to convert Opportunity - The’ve entered the pipeline stage and are likely to convert
46. MQL - They’ve shown an interest SRL - Sales have qualified them as having potential to convert Opportunity - The’ve entered the pipeline stage and are likely to convert Customer - A paying customer
47. The Data: What it tells us, and what we can do about it
48. 1. Identify a data point
49. 1. Identify a data point 2. Assess what it means
50. 1. Identify a data point 2. Assess what it means 3. Decide how we can address it via our landing pages content or design
51. Identify - Analyse - Take action
52. 1. Pre-Click Behaviour
53. Aka. How did they end up on your site in the first place?
54. Questions in the Search Term Report Or what’s left of it...
55. Who, what, where, when and how? Why? Because they show you the type of information which people are looking for.
56. GA4 MSFT Ads Search Term Report Search Console - especially if you do use question based Negative Keywords
57. “How much does Beauhurst cost?”
58. Problem: Our page didn’t mention pricing at all. Solution: Add a question regarding pricing to the FAQ section. Then created a whole new pricing page.
61. Reviewed what impressions our messaging was creating.
62. Before: “Use Beauhurst to find...”
63. After: “Work alongside your dedicated account manager to find...”
64. Before: “For companies looking to find in-depth company data...”
65. After: “Beauhurst’s four platforms are premium software tools used by a range of organisations including investors, government agencies, banks, advisory firms, universities, sales teams and more.”
66. But it didn’t stop there.
69. Make sure that your landing page has the information people are looking for.
70. Audience insights.
71. Problem: Our page was ‘generic’ about spoke to all use cases Solution: Create specific landing pages based on industries.
72. Because one landing page does not fit all.
73. Different intent
74. Different intent Different funnel stages
75. Different intent Different funnel stages Different use cases
76. Different intent Different funnel stages Different use cases Different locations
77. Sophie. Are you telling me to make 250 PPC landing pages?
78. Make a great ‘generic’ PPC landing page.
79. Break your traffic down into segments (intent, funnel stage, industry, location, use case...)
80. Duplicate it and amend the copy.
81. Example - location segmentation
82. Use location specific: Stats 43% of UK businesses have experienced a cyber attack 61% of US businesses have experienced a cyber attack
83. Use location specific: Spellings Optimise, maximise, colour... Optimize, maximize, color...
84. Use location specific: Customer stories/quotes BBC, ITV, Channel 4... CCN, Fox, NBC...
88. Stop feeling like you always need to reinvent the wheel. Templates and small tweaks can have a huge impact.
89. 2. Post-Click Behaviour
90. Aka. What happened when they were on your site?
91. Dig through your user analytics tools My favourite in Microsoft Clarity.
93. Analytics dashboard
94. Analytics dashboard Recordings
95. Analytics dashboard Recordings Heat maps (Clicks, scroll attention)
96. So what can we do with this information?
97. User intent.
98. Low - A brief interaction with minimum engagement For example: less than 5 seconds on site, no scroll or clicks.
99. Medium - A session with moderate engagement For example: more than 5 seconds on the site, and a minimum amout of clicks or scrolling.
100. High - A session with strong engagement For example: more than 5 seconds on the site, and they are actively interacting with the site through clicks and scrolling.
101. Problem: In the past 90 days: 43.84% low, 42.66% medium and 13.05% high. Solution: Offer more intriguing page design and content to encourage engagement, such as an instant demo.
103. It gives low intent traffic the option to see the platform
104. It gives low intent traffic the option to see the platform It gives those with a medium intent a reason to engage more with the content
105. It gives low intent traffic the option to see the platform It gives those with a medium intent a reason to engage more with the content It gives those with a high intent another way to convert via the demo booking form at the end of the tour
106. Subsequential benefits It shows people what the platform is like without needing to have a demo with the sales team, saving both parties time.
107. Subsequential benefits It shows people what the platform is like without needing to have a demo with the sales team, saving both parties time. It presented the opportunity to build a remarketing list with a strong intent and relevance for other campaigns.
108. You can’t just show people a block of text, an image and then expect them to convert.
110. Potential additions An instant demo or video content - what does this platform even look like? Stats - ROI averages, customer satisfaction scores, avg. time saved... An interactive example of a company profile
115. Videos and gifs Instant demos/virtual tours Calculator tools Chatbot/chat feature Carousels Interactive navigation Downloadable supporting content...
116. We’ve taken the concept of a landing page being a short and concise too literally.
117. Give them information in different media types and form submission options. Make the page engaging and encourage them to engage.
118. Scroll map.
119. Questions Are visitors getting to the information that you want them to have?
120. Questions Are visitors getting to the information that you want them to have? Are visitors seeing your CTAs?
121. Questions Are visitors getting to the information that you want them to have? Are visitors seeing your CTAs? What could be stopping them from scrolling further?
122. Questions Are visitors getting to the information that you want them to have? Are visitors seeing your CTAs? What could be stopping them from scrolling further? Have they found everything they need or are they missing out?
123. Problem: Only 30.61% of people were seeing the instant demo, but 50% of people who see it book a demo, and 20% of those convert. Solution: Move the segment further up the page.
124. Something so simple, it felt silly.
125. A small tweak which took less than 2 minute to do in Elementor...
126. Resulted in 43% more form submissions through the instant demo.
127. Don’t bet on people making it to the end of the page. Start giving them what they need at the top of the page.
128. 3. Analyse Lost Leads.
129. Aka. Why did the leads you generate not convert?
130. CRM (of your choice)
131. Remember: Your CRM data is only valuable if it is has accurate and reliable data.
132. Build a dashboard which makes it easy for you keep an eye on your PPC leads.
133. PPC Lead Dashboard A PPC lead generated contact list, for easy access of their contacts page
134. PPC Lead Dashboard A PPC lead generated contact list, for easy access of their contacts page A graph to show where leads are in the sales process
135. PPC Lead Dashboard A PPC lead generated contact list, for easy access of their contacts page A graph to show where leads are in the sales process A disqualifcation table, to show the top reasons for leads being disqualified
136. PPC Lead Dashboard (cont.) A PPC lead generated customer list, including deal value, duration between form submission and turning into a customer and product/service category.
137. SAL SQLs & Opps.
138. DQ Reasons
139. Problem: The highest disqualification reason was that the lead was a student. Solution: Filter all form submissions with the student industry categorisation to a disqualification page, and stop a meeting from being put into the sales teams calendar.
141. A ‘Select your industry’ All students go to a disqualification page
142. Explains who our platform is best suited for and how extensive our offering isk they are still suitable
143. Explains who our platform is best suited for and how extensive our offering is Has links to free resources, reports and articles
144. Explains who our platform is best suited for and how extensive our offering is Has links to free resources, reports and articles Offers them the chance to get in contact if they think they are still suitable
145. Use your form fields to help qualify people in or out, and get the right information for the lead to be handled correctly.
146. Quiz the sales team (But first butter them up with an offer of a coffee and a slice of cake....)
147. Why? They hear why prospective customers are looking at your product/service.
148. Why? They hear why prospective customers are looking at your product/service. They hear their painpoints, their wants and their needs.
149. Why? They hear why prospective customers are looking at your product/service. They hear their painpoints, their wants and their needs. They hear why someone isn’t going to proceed, and may have suggestions on how to overcome their concerns.
150. They are a fountain of contextual knowledge.
151. Speak to the most relevant salesperson for the page you’re working on, and ask for: Use cases Micro and macro environmental influences Terminology Competitors
152. Problem: Prospective customers were looking for a direct comparison of us vs our competitors. Solution: Created a ‘Competitor’ specific landing page, which was only accessible via the PPC landing pages, which included a clear and transparent comparison table.
154. Subsequential benefits Opened up an internal discussion about internal resources and collateral
155. Subsequential benefits Opened up an internal discussion about internal resources and collateral Used as a landing page for the Custom Segment Display campaigns
156. Subsequential benefits Opened up an internal discussion about internal resources and collateral Used as a landing page for the Custom Segment Display campaigns Hopefully: be picked up by chatbots, which are quickly becoming one of our biggest sources for new site visitors
157. Hang on a minute Sophie.
158. “All of this isn’t about improving lead volume. Infact, it sounds like I might end up with less leads?”
159. Correct.
160. Quality not quantity.
161. Chase the metrics that really count.
162. Summary.
163. Use search term reports to match your content with what people are looking for. Create landing pages for specific segments, with a focus on tailoring the content, not just the design.
164. Use tools like Microsoft Clarity to understand what happens when people land on your site. Consider what is causing their behaviour, and how you can adress it with content and/or page design.
165. Create a PPC lead dashbaord so that you can see what happens once they come thorugh, including disqualifcation reasons. Speak to the sales team and use their insights to guide your page content.
166. Don’t let the hard work you put into your PPC campaigns be ruined by a bad landing page.
167. Thank you! LinkedIn: Sophie Logan BlueSky: MarketingSoph Speakerdeck: MarketingSoph